One of the most crucial components is email cadence – the pulse, rhythm, and playbook of a successful email campaign. In other words, if you can send the right emails to the right customers at the right time, you can get a lot out of your email marketing efforts.
Email cadence is essentially the rhythm of an email campaign. It’s the order and timing you use to strategically send emails with content that is specifically tailored to prospects and customers at certain points in their buying journey. The success of an email campaign can depend on the effectiveness of your cadence.
If your cadence is too intrusive, obnoxious, or mint database directionless, you may miss opportunities to guide prospects through your buyers’ journeys. If prospects are annoyed or confused by constant, irrelevant newsletters and promotions, they probably won’t stick around to hear what you have to say.
►Email marketing frequency
In a recent HubSpot Blogs survey of 300 marketers, a whopping 95% reported that their email marketing strategy was effective in 2021.
Let’s see where (and when) they are having success:
Email Frequency
The weekend is a dead zone for engagement: Fridays, Saturdays, and Sundays have the lowest open and click rates.
Another study from Databox found that 33% of marketers send emails weekly, while 26% send emails “several times a month.” Additionally, 63% said they adjust their sending frequency for less engaged subscribers. Of course, some marketers send emails more than once a week, while others send less. As you’ll see below, the “right” email frequency isn’t an exact formula. Instead, it depends on your business and audience.
Here are some best practices that can be employed to ensure that your next campaign’s email cadence is the best it can be.
1. Understand your goals
What do you want from your email cadence?
You need to understand where you’re trying to drive contact lists your prospects and customers. Are you looking to improve traffic to your blog? Drive e-commerce sales? Schedule meetings? Close deals?
An email cadence guides buyers from point A to point B. You can’t do that if you have no idea what “point B” is. Your end goal will dictate the strategy behind your cadence. If you’re trying to do something like increase traffic to your blog, you stand to lose more subscribers than you would if you were trying to court a bunch of prospects to schedule demos.
